time: a critical dimension of understanding mobile consumers · 2018. 9. 14. · asia. moms...

Time: A critical dimension of understanding mobile consumers

Mobilewalla Segments

•  We profile users of mobile devices by collecting, analyzing and storing mass amounts of app and geo-location data. Having the science to make sense of billions of data points daily is our IP.

•  By associating every deviceID with the apps the device consumes, and geo location, the user is classified into demographic, and behavioral segments.

•  Mobilewalla has over 1,000 directly addressable audience segments at scale globally in US, EU and Asia.

Moms

Frequent mall visitors

Fashion Lovers

Travelers

Working Women in New York

Sports Lovers

Global Scale

Europe (5) Unique Devices Monthly Observation

France 34M 15B

Germany 21M 13B

Italy 11M 7B

Spain 10M 6B

United Kingdom 41M 20B

APAC (11) Unique Devices Monthly Observation

Australia 15M 6B

Hong Kong 4M 2B

India 120M 11B

Indonesia 47M 13B

Japan 19M 10B

Malaysia 15M 6B

Philippines 19M 5B

Singapore 5M 2B

South Korea 22M 10B

Thailand 26M 8B

Vietnam 25M 2B

North America (2) Unique Devices Monthly Observation

United States 276M 136B

Canada 16M 3B

Arts Arts & Crafts Lovers Museum & Theatre Goers Comedy Lovers Photo & Video Enthusiasts Automotive Auto Buying Intenders Luxury Vehicle Owners Foreign Vehicle Owners Ford Followers / Lovers GM Followers / Lovers Honda Followers / Lovers Hyundai Followers / Lovers Jeep Followers / Lovers Kia Followers / Lovers VW Followers / Lovers

Entertainment Alternative Music Lovers Games – Adventure Games – Arcade Games – Board Games – Card Games – Family Games – Music & Rhythm Games – Puzzle Games – Racing & Vehicle Simulators Games – Shooters & FPS Games – Simulation Games – Sports Games – Strategy Games – Trivia Games – Word Music Streamers Pop Culture Lovers Rap / Hip Hop Lovers Social Gamers Video Watchers Food & Drink Foodies / Cooking Enthusiasts Restaurant Frequenters Dairy Product Lovers General Demography Males Females 19-24 25-34 35-49 Older (50+) Low Income Average Income High Income Millennial Males Millennial Females Families with Kids Young Mothers

Health & Fitness Diet & Weight Loss Exercise Enthusiasts Runners & Cyclists Interests & Activities Concert Goers Dance Lovers Gamers Movie Lovers News Readers Reading Enthusiasts Tech Enthusiasts TV Watchers Life Stages Expectant Families College Students High Net Worth Individuals Job Seekers Recent Movers Singles Real Estate Home Owners

Retail Back to School Bargain Shoppers Beauty, Health & Grocery Shoppers Big Box Retailer Shoppers Clothing, Shoes & Jewelry Shoppers Consumer Electronics Shoppers CPG Shoppers Fashion Followers Holiday Shoppers Home, Garden & Tools Shoppers Hotel Shoppers In-Market: Telco Movie, Music & Games Shoppers Pet Owners Pharmacy Patrons QSR Customers Sports & Outdoor Shoppers Toys, Kids & Baby Shoppers Upscale Shoppers Young & Hip Shoppers Sports Baseball (MLB) College Basketball Fans College Football Fans Extreme Sports Golf Fans Hockey (NHL) NBA Fans NFL Fans Outdoor Recreation Skiing Soccer Enthusiasts Sports Enthusiasts

Telecommunication Downloaders High Data Users Switchers Travelers Air Travelers Bus/Metro Users Business Travelers Leisure Travelers Rail Travelers Road Travelers

Business Computer Industry Professionals Media Industry Professionals Finance Industry Professionals Technology Industry Professionals Small Business Owners DIY Auto Repair & Maintenance Home Improvement

Audience Segments

Mobile is the Medium to Deliver Personal and Persuasive Marketing

Time Retail Place Person Digital (Content ) Place

Shopper Use Case

Media

Target Devices within 1 mile of ABC retail stores between the hours of 9AM & Noon in North East region

Big Data

Target Consumers who are Moms 35+ with young children that are discount shoppers

Behavioral Building Blocks

18 Months 15 months 12Months 9 Months 6 Months 3 Months

Longitudinal Analysis

DeviceID ABC123

Geo Signals Date & Time Time Time Time Points of Interest

BRQ

DeviceID

MediaSource

Lat/Long

Date&Time

DeviceType

DeviceModel

++++46

MARCH

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

26Costcorun

278amCarpool4pmJack&JillswimpracHce

288amCarpool6pmspinclass



318amCarpool

1AprilFools’Day10amspinclassdatenightatBenny’s

5




68amCarpool6pmspinclassGrandma’sbirthday!

78amCarpool

810amspinclassdatenightatSugarTree

12DaylightSaving





148amCarpool

1510amspinclassdatenightatRocco’s

19





218amCarpool

2210amspinclassdatenightatthepub

26Lunchw/Bea




27

APRIL


26Costcorun





318amCarpool

1AprilFools’Day10amspinclassdatenightatBenny’s

2





78amCarpool

810amspinclassdatenightatSugarTree

9





148amCarpool

1510amspinclassdatenightatRocco’s

16EasterSunday





218amCarpool

2210amspinclassdatenightatthepub

23




27

MAY


30Costcorun(listonfridge)





58amCarpool

610amspinclassdatenightatTacoStand

7Dogparkw/BagelFrankie’sparty@noonmovieswiththeSmiths





128amCarpool

1310amspinclassOutletsw/MarHdatenightatRocco’s

14Mother’sDay





198amCarpoolDarkStar@Capitol-7pm?

2010amspinclassdatenightatRuby’s

21Yankeesgame!(1pm)





268amCarpool

277amspinclassapplestoreapt@9amBeachday!

28Dogparkw/Bagel




1 2 37amspinclassBeachday!

7 Dog park w/ Bagel Frankie’s party @ noon movies with the Smiths

1 8am carpool 4pm Jack & Jill swim practice

27 7am spin class apple store apt @ 9am Beach day!

13 10am spin class Outlets w/ Marti date night at Rocco’s

Super Mom (Joy)

Super Mom x 10M

Personal

•  Lives in NJ

•  Volunteers at Community Center

•  Mom with school aged kid(s)

•  Fitness Freak (works out 3 days

per week)

Entertainment

•  Attends College Sports Games •  Fine Dining Enthusiast

Retail

•  Frequent Target Shopper •  Frequent Bloomingdales Shopper

•  Discount Retail Shopper

Travel

•  Dines in the city on the weekends •  Spends weekends at the beach in

the summer

•  Outdoor Athlete (hike, ski, bike)

Nielsen DAR for Mobile

Segment Nielsen Benchmark OTP

Male 18-99 72%

Male 18-24 19%

Male 18-34 47%

Male 18-49 51%

Male 21-34 32%

Male 25-49 45%

Male 25-54 58%

Male 35-64 19%

Segment Nielsen Benchmark

Female 13-99 40%

Female 18-34 42%

Female 18-49 51%

Female 18-99 73%

Female 25-44 49%

Female 25-49 62%

Female 25-54 56%

Female 35-54 39%

•  College Football Season Ticket Holders •  Football Fans who Watch Games in Sports

Bars

Target Audience: College Football Fans

Entertainment Case Study: Fast Food Brand

•  Stadiums & Sports Bars: Polygons were placed around all College Football stadiums and sports bars in surrounding areas. Capturing devices during certain windows of time (game days) over an extended period

Audience sub-segmented by: •  Males 21-54 •  Females 21-54

•  Profiled devices that use apps offering sports news, entertainment and related content (ESPN, Bleacher Report, Fantasy Sports, Fan apps, etc.)

•  Profiled devices that use sports ticket-finder apps

Deterministic: App Usage

Experiential: Geolocation

Modeled Demographics: Social Graph

Mobilewalla Custom Segments

Demo

FootballFans

AppUsage

ConsistencySportsEnthusiast LocaHon

•  Walmart Shoppers

Target Audience: Walmart Shoppers

CPG Case Study: Kitchen Product Brand

•  Walmart Shoppers: Devices were classified as frequent shoppers if the user visited a Walmart store two or more times in the same month.

•  Families with Kids •  Women 25-54 •  Medium HH Income

•  Enthusiasts: cooking/baking, meal planning, or DIY home crafts •  Value Shoppers: coupon shopping apps

Deterministic: App Usage



Mobilewalla Custom Segment

BrandLoyal

Foo_all

Families

BigBoxRetailValue

Shoppers HomeGoods

•  Hispanic Family Restaurant Goers •  Casual Dining Conquest

Target Audience: Hispanic Women

QSR Case Study: Casual Dining Brand

•  DMA: Devices of consumers living in counties that over-index for Hispanic Families.

•  QSR Conquest: Devices of consumers over three month period that visited competitive QSRs weekly.

•  18-49 Hispanic Women •  Hispanic Families with Kids

•  Apps over-indexing for Hispanic Women (People En Espanol, Univision) •  Profiled users who have Spanish language settings enabled.

Deterministic: App Usage and User Agent



Mobilewalla Custom Segments

AppUsage

DMA

DiningHabits

ConquestEthnicity Families

Mitch Paletz

[email protected]

US Contact

Ellie Angle

[email protected]

US Contact

time: a critical dimension of understanding mobile consumers · 2018. 9. 14. · asia. moms...

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